Aleksandra Kovacheva

Aleksandra Kovacheva

Assistant Professor
School of Business
Kovacheva CV140.81 KB


Massry Center for Business BB344

PhD in Marketing, University of Pittsburgh, USA, 2017

MSc in Business Administration (Marketing), Erasmus University, Netherlands, 2011

BSc in Economics, Sofia University, Bulgaria, 2007

Aleksandra Kovacheva

Dr. Aleksandra Kovacheva is an assistant professor of marketing at the University at Albany, SUNY where she teaches classes on marketing analytics and conducts research on consumer decision making. Dr. Kovacheva's research uses field studies, lab experiments and company data to study how consumers make decisions that involve uncertainty and require taking or giving up control. One stream of research focuses on understanding consumers’ motivations and reactions to surprises and uncertain experiences. A second stream investigates the role of power and effort in group experiences.

Dr. Kovacheva has a Ph.D. Degree in Marketing from the Katz Graduate School of Business at the University of Pittsburgh, a Master’s degree in Business Administration from the Rotterdam School of Management, Erasmus University, and a Bachelor’s degree in Economics from Sofia University.

Prior to joining academia, she worked as a market analyst at Nielsen, a marketing manager of the National Theater of Bulgaria, and a marketing consultant in a publishing company.

Research Interests

Surprise, uncertainty
Personal control, power
Attention, information processing

Courses Taught

BMKT 461 - Marketing Analytics
BMKT 661 - Data Science for Marketing
BITM 513 - Quantitative Analysis for Business (Weekend MBA)
BMKT 698 - Research Thesis in Marketing
BMKT 694 - Field Project in Marketing